Third-party cookies may be dying, but the market for third-party data is alive and well. Case in point: B2B data collector Clearbit is expanding its services with a new Data Activation Platform that provides real-time access to data about target audiences, anonymous website visitors, and known prospects. Enhancements include new targeting options, API connections, and more predictable pricing.
Google’s long-delayed and much-dreaded deprecation of third-party cookies primarily impacts Web advertising, but its privacy measures also affect Android devices. The company has just opened its Privacy Sandbox for Android for beta testing. Advertisers won’t be able to track users across apps or websites, while users will be able to see what interests Google thinks they have and remove any they don’t want listed.
Acquia is adding several enhancements to its CDP offering. Most notable from a product perspective are industry-specific configurations and machine learning models for retail, consumer goods, food and beverage, healthcare, financial services, and travel and hospitality. Other changes include new pricing tiers, a new partner model, and technical improvements for scalability, extensibility, and configurability.
It’s all surveys today, Dear Reader. Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests. Sadly, 33% feel their needs are unmet by current brand messages. Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%. Content is last at 61%.